Cleaning up with brand cohesion
Bringing on- and off-line on-brand
In a truly integrated campaign, we created and put in place a new, joined-up and on-brand look and feel for Ecover's many on- and off-line line touch points.
This included an enhanced YouTube channel (thanks to our relationship with Google), Twitter, Facebook, Google+, banner adverts and content for use in eCRM. We also created style and tone guidelines for use across all company communications, with online and social considered in-depth. ‘Feel Good’ experts transformed product news into product engagement, delivering media and consumer-appeal celebrity endorsement with media interviews and blogger engagement, all underpinned by creative, shareable video content to ensure social maximisation
The brand alignment ensures that consumers get the same great brand experience, regardless of touch point or channel.
This integrated approach combined with a pro-active PPC and SEO campaign, has played a key part in leveraging the brand online from a niche ‘green’ product to a credible alternative to its mainstream competitors.
Here's what Clare Allman, Marketing Director Ecover UK had to say:
“Using Yucca's expertise within SEO and PPC has helped greatly in bringing cohesion to our multi-platform online comms and enabled us to maximise current platforms as well as overlaying commercial gains in terms of return of investment with great success. Working closely with the PR team who provided essential creative and shareable content to both reflect and reinforce our ’Feel Good’ TV advertising, the result was a truly cohesive multi-touchpoint campaign that both engaged and inspired.”